When the green rating results of steel sector were released recently by CSE, industry was quick to pass the buck on poor quality of Indian raw materials and other obscure and ‘uncontrollable’ technical factors. But are they the only reasons leading to poor performance? Surely not. As the two-year survey reached final stages, a much deeper and hitherto unexplored reason emerged in the form of misaligned organisational behaviour, culture and functioning. If the steel players want to be smart, efficient and eco friendly producers, they need to shake up their mental framework and DNA first, beginning right at the top. No amount of massive capital investments, regulations and external policing would help this cause.